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MKTG : principles of marketing / Charles W. Lamb, Joseph F. Hair y Carl McDaniel

By: Lamb, Charles W, 1944-.
Contributor(s): Hair, Joseph F | McDaniel, Carl.
Material type: TextTextPublisher: Boston, Massachusetts : Cengage Learning, 2019Edition: 12th edition : student.Description: vii, 410 [40] páginas : ilustraciones, gráficas, fotografías ; 26 cm. + 1 folleto acceso digital.ISBN: 9781337407595.Subject(s): Administración de mercadeo | Análisis de mercadeo | Investigación de mercadeo | Segmentación de mercados | Redes sociales y mercadeo | Canales de comercializaciónDDC classification: 658.834
Contents:
Part 1. The world of marketing ; 1. An overview of marketing ; 2. Strategic planning for competitive advantage ; 3. Ethics and social responsibility ; 4. The marketing environment ; 5. Developing a global vision ; Part 2. Analyzing market opportunities ; 6. Consumer decision making ; 7. Business marketing ; 8. Segmenting and targeting markets ; 9. Marketing research ; Part 3. Product decisions ; 10. Product concepts ; 11. Developing and managing products ; 12. Services and nonprofit organization marketing ; Part 4. Distributions decision ; 13. Supply chain management and marketing channels ; 14. Retailing ; Part 5. Promotion and communication strategies ; 15. Marketing communications ; 16. Adversiting, public relations ; and sales promotion ; 17. Personal selling and sales management ; 18. Social media and marketing ; Part 6. Pricing decisions ; 19. Princing concepts.
Abstract: Aproveche al máximo su tiempo aprendiendo a su manera. Acceda a los recursos que necesita para tener éxito donde sea, cuando sea. - Estudie con tarjetas digitales, escuche libros de texto en audio y realice cuestionarios. - Revise su calificación actual del curso y compare su progreso con sus compañeros. - Obtenga la aplicación móvil gratuita MindTap y aprenda donde quiera que esté.
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Reserva 658.834 / L218m5 2019 (Browse shelf) Ej.1 Available 7101027765
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Incluye índice

Part 1. The world of marketing ; 1. An overview of marketing ; 2. Strategic planning for competitive advantage ; 3. Ethics and social responsibility ; 4. The marketing environment ; 5. Developing a global vision ; Part 2. Analyzing market opportunities ; 6. Consumer decision making ; 7. Business marketing ; 8. Segmenting and targeting markets ; 9. Marketing research ; Part 3. Product decisions ; 10. Product concepts ; 11. Developing and managing products ; 12. Services and nonprofit organization marketing ; Part 4. Distributions decision ; 13. Supply chain management and marketing channels ; 14. Retailing ; Part 5. Promotion and communication strategies ; 15. Marketing communications ; 16. Adversiting, public relations ; and sales promotion ; 17. Personal selling and sales management ; 18. Social media and marketing ; Part 6. Pricing decisions ; 19. Princing concepts.

Aproveche al máximo su tiempo aprendiendo a su manera. Acceda a los recursos que necesita para tener éxito donde sea, cuando sea.

- Estudie con tarjetas digitales, escuche libros de texto en audio y realice cuestionarios.

- Revise su calificación actual del curso y compare su progreso con sus compañeros.

- Obtenga la aplicación móvil gratuita MindTap y aprenda donde quiera que esté.

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